In the March/April 2024 issue of Car & Driver magazine, Jamie Kitman points out the gains and pains within the current four-wheel EV landscape. Kitman’s Upfront article, Alternating Current provides the painful reality of “piss poor planning” (my words, not his) within the hallowed walls of auto OEs, again. As history seems to always repeat itself, once again the lack of reality has bit auto manufacturers in the ass. When global governments started mandating zero-emissions by 2035, the OEs’ jealousy of Tesla gained unprecedented momentum.
The use of metaphors, analogies, and similes are excellent ways to spark innovative thinking. Building a habit of thinking in terms of metaphors, similes, and analogies allows one to develop a new perspective. Seeing connections in a new light can result in creative solutions to problems. In addition, all three of these makes the brain work harder as it looks at the familiar in a new (often strange) light, or the strange in a familiar light.
ZMET is a hybrid methodology grounded in various domains, including verbal and nonverbal communication, visual sociology, visual anthropology, literary criticism, semiotics, mental imagery, cognitive neuroscience and phototherapy. The goal of ZMET is to gather metaphors and constructs and understand the relationship among them in relation to the research topic (e.g., brand, product).
